Marketing Mix Case Study

In: Business and Management

Submitted By xlynnzhao
Words 1624
Pages 7
Marketing mix-the case of Aesop

Serial number MEB1499
Student ID 26779595
Class PMD

Table of contents

Executive Summary 3
1.0 Background 4
2.0 Marketing Mix 4
2.1 Marketing mix theory 4
3.0 Aesop-a case study 5
3.1 Product in marketing mix 5
3.2 Price in marketing mix 6
3.3 Strengths and weaknesses in marketing mix 7
4.0 Conclusion and recommendations 8
Reference list 9

Executive Summary
The purpose of this report is to evaluate how marketing mix elements are used in Aesop’s promotional strategy; how effective Aesop has been in the promotional strategy; and it provides some necessary recommendations. In this report, two marketing mix elements product and price are analyzed. By analyzing Aesop’s strategies of product and price, it is easy to identify the strengths and weaknesses of the company. The findings indicate that Aesop has made great progress in high-quality products and product orientation. What is more, price policy which based on the cost of production is reasonable. However, the capacity of the market still needs further expansion. This report gives some advice on expanding the market, and it will ensure that Aesop develops better in the future.

1.0 Background
Aesop was founded by Dennis Paphitis in 1987 in Melbourne. The name originates from Aesop’s Fables. It is an organic herbal cosmetics company. Aesop devotes itself to natural skin care, body care and hair care, and it aims at providing the finest quality to customers (Aesop, 2015). What is more, the company has grown steadily over the last two decades. It has established a large number of stores in Australia and other countries, such as The United States and France. However, the company has some weaknesses in marketing mix. This report will mainly analyze the impact of product and price on the development of Aesop and give some effective...